In our latest 2025 report on the fastest-growing ecommerce platforms on Instagram, Temu ranked first by a wide margin. The brand gained 7 million followers in just one year – a staggering 436% growth between March 2024 and March 2025.
This growth didn’t come as a result of polished campaigns or celebrity-driven hype. Temu leaned into user-generated content (UGC), viral trends, and affiliate-powered reach to scale visibility faster than any other brand in the category.
Let’s take a closer look at what worked.
Temu’s Instagram strategy: low-cost products, high-volume content
Temu doesn’t rely on a single type of content. Instead, its feed is filled with product hauls, quick reviews, TikTok-style reactions, and surprise unboxings. Most of it was filmed by regular people. The tone is fast, casual, and often built around deal excitement.
The most common post format is the haul: a creator shows what they bought, explains what they paid, and gives a quick impression. This is followed by other content types like “TikTok made me buy it” clips, beauty tests, home gadget demos, or fashion outfit reveals. The content feels like a mix of ecommerce and entertainment.
Temu makes this happen by giving creators a reason to post. It runs one of the largest affiliate programs on Instagram, where users earn commissions for every product purchased through their links. It also sends free items to creators who apply to promote the brand.
The role of everyday creators
Temu’s growth has come from creators who aren’t famous. The brand works with thousands of micro-influencers and deal-focused accounts, creating a steady stream of authentic, community-led content.
Here are a few creators who featured Temu in hundreds of posts during the year:
@katieangeltv
@muskan.sharma.5
@me_alsafi
@moazzmorgan
@elvisa
These creators often specialize in product discovery or lifestyle content. They walk viewers through what they ordered, what it looked like on arrival, and whether they’d buy again. The tone is personal, and the reviews are casual.
That’s what makes the content work. It doesn’t feel like an ad. It feels like a friend showing you what they found for cheap online.
What the content looks like
Temu’s top-performing posts share a few things in common. They are:
Short, usually under 30 seconds
Filmed in casual, everyday settings (bedrooms, living rooms, kitchens)
Focused on “what you get” for a low price
Built for Instagram Reels and TikTok cross-posts
Some creators even include gamified elements like “Let’s unbox this mystery bag from Temu,” or “Guess the price of this outfit.” Others use visual text overlays, pointing to prices or comparisons with more expensive items.
Most importantly, the content drives behavior. The affiliate model gives users a reason to click and creators a reason to keep posting.
Global reach through simple formats
Temu’s top Instagram markets in 2025 were the United States, the United Kingdom, and Germany. But its content format works in almost any country. That’s because the videos focus on universal behaviors: saving money, getting deals, and being surprised by low prices.
Since the content is mostly visual and filmed in a first-person style, it doesn’t require translation. Whether someone is in Berlin, Los Angeles, or Manchester, the structure is the same – open the box, show the product, share the reaction.
This helped Temu scale fast. It didn’t need to change tone, production, or platform to enter a new market. The same structure kept working.
Temu Instagram performance: March 2024 – March 2025
Follower growth: +7 million
Reach: 2.3 billion
Engagement rate: 3.41%
Influencers activated: 14,342
Posts featured: 34,940
Average views per post: ~19,212
Average likes per post: ~1,111
Average comments per post: ~36
Top markets: United States, UK, Germany
Most common content types:
Fashion hauls
Product reviews and demos
Surprise item reveals
Affiliate tutorials / “earn with Temu” content
What other ecommerce brands can learn from Temu
Turn customers into creators
Temu doesn’t wait for celebrity partnerships. It invites everyday users to participate. That includes paid affiliates, UGC creators, and budget-focused shoppers who want to share their finds. If you make it easy for real people to promote you, they will.
Keep content short and casual
The feed doesn’t aim for studio-quality. It aims for scroll-stopping. The best-performing posts are quick, helpful, and honest, not perfect. This lowers the bar for participation and increases volume.
Make every product a moment
Temu content treats low-cost items as experiences. Whether it’s a $3 kitchen gadget or a $7 hoodie, the post is framed as a surprise. That helps people feel entertained while they’re shopping.
Reward participation
Temu’s affiliate system gives creators real incentives. It helps the brand maintain a high post volume while spending less on big campaigns. This model also turns marketing into a side hustle for users.
Use repetition to your advantage
Temu’s feed doesn’t need to look different every day. In fact, the opposite works better. A constant stream of Reels, unboxings, and hauls builds rhythm. That makes the brand feel familiar and harder to ignore.
Final thoughts
Temu’s Instagram strategy is built on access, repetition, and scale. It puts its brand in the hands of thousands of everyday creators and gives them a reason to keep posting. The result is a feed that feels alive and constantly updated.
Temu used Instagram to turn social content into a direct sales channel. It made product discovery part of the feed and gave shoppers a reason to engage beyond likes. Temu didn’t build its Instagram around a few polished campaigns. It was built on 30,000+ small moments, and that made all the difference.
Want more brand examples like this?
Download the full Top Ecommerce Platforms on Instagram 2025 report to see which other brands are scaling fast and how they’re doing it.
